MAM

Blink Digital gets KFC ‘confidential’

MUMBAI: Digital agency, Blink Digital has devised an innovative route for launching a new product by food giants KFC. Creating a departure from the usual route, they have launched KFCConfidential.com - an exclusive website which can be accessed only by one person at a time, for 30 seconds only. The website is created for the launch of KFC's new product which is yet to be announced. 150 visitors who access the website will stand a chance to win private passes to KFC's exclusive pre-launch event slated this week.

The agency conceptualized this innovative approach keeping in mind the market trends and consumer engagement habits. The idea of a ‘secret supper invitation’ for something yet to be introduced was daring, innovative and found an instant connect with the consumers.

“We are committed to delivering campaigns that are driven by deep human truths. As experiences are becoming increasingly ubiquitous, consumers are on a constant lookout for newer ways of engagement. With KFC Confidential, we followed a philosophy of 'less is more'. Instead of bombarding consumers with product advertisements, we decided to keep this campaign aspirational and use a pull approach rather than a push one. The website has no product images; in fact, it doesn't even have the product name. The response it has received so far has been tremendous,”" said Blink Digital, co-founder and creative director, Dooj Ramchandani.

The website has already recorded over 28,000 users waiting in line for over 5,100 hours to access the website - the maximum time spent waiting by a single user currently stands at 70 minutes at the time for drafting this release!